London Daily

Focus on the big picture.
Saturday, Aug 02, 2025

Tesco: Eid advert aims to help British Muslims ‘feel seen, heard and understood’

Tesco: Eid advert aims to help British Muslims ‘feel seen, heard and understood’

A new advert by Tesco to mark Eid celebrations aims to help British Muslims “feel seen, heard and understood,” the chief customer officer of the UK supermarket chain told Arab News on Tuesday.

“For so many Muslims, Ramadan and Eid are important moments in their calendar — with food at the heart of celebrations,” said Alessandra Bellini.

“We developed this campaign to share the stories of these communities at this special time and are proud to help them feel seen, heard and understood.”


About 4 million Muslims across Britain are set to mark the occasion for the end of Ramadan. The 30-second advert, titled “Alia’s ‘worth the wait’ samosas,” features a British Muslim family, led by mother Alia, hosting a feast featuring vegetable samosas.

The video is part of Tesco’s “Food Love Stories” recipes range, which promotes simple and accessible cooking.

George Rivers, Tesco’s head of campaigns, told Arab News: “It was really important to us to tell this story in an authentic and real way, so that’s why at every step of the journey we made sure to listen to, involve and consult with people with lived experience.”

The advert is the latest in a series of public relations releases by the supermarket chain, in tandem with ad firm BBH, which was hired by Tesco in 2015.

A Tesco press office spokesperson told Arab News: “We worked closely with the Race and Ethnicity Network at Tesco when developing the campaign, to ensure the experiences of Ramadan and Eid were represented authentically.”

BBH, using research from diversity and inclusion consultancy The Unmistakables, found that 67 percent of Muslims in the UK feel underrepresented or negatively portrayed in British media.

As a result, BBH and Tesco turned to Ramadan celebrations, including iftar feasts, as a way to boost the supermarket chain’s profile and cater to Britain’s growing Muslim community.

Helen Rhodes, BBH London executive creative director, said: “Our creative ambition was simple, to create work that is not only representative but also gave a voice to our Muslim creative industry.”

As part of the partnership, Tesco in 2017 featured a Christmas advert showing a Muslim family celebrating the occasion.

The advert garnered accusations that Tesco was disrespecting the Christian faith. In response, the supermarket said: “Everyone is welcome at Tesco this Christmas and we’re proud to celebrate the many ways our customers come together over the festive season.”

One Twitter user, @LouisePentland, said: “Apparently (a small minority of) people are upset with the Tesco advert because there are Muslim people in it. How ridiculous. Why not just enjoy Christmas and love everyone?”

Commenting on Tesco’s past Ramadan adverts, BBH said: “We focused on the moment of iftar, the evening meal that breaks the fast. To commemorate the event, we used digital posters in a new way: On huge billboards, food appeared and disappeared in line with fasting times — so the plates filled up exactly at sunset, and then emptied again when the sun went up in the morning.”

Tesco’s series of campaigns with BBH led to a 275 percent increase in the number of mentions of the brand on social media, The Drum reported.

The supermarket chain’s new Eid advert has been praised for shining a spotlight on the country’s Muslim community during the holy month of Ramadan.

After the advert was released on Twitter, many users praised Tesco’s attention to detail and the music played over the clip — a cover of the Rudimental song “Feel the Love” by Leo Kalyan, who used both English and Urdu.

The advert was met with widespread praise on Twitter. One user, @EduRashida, said: “Gorgeous ad. Would love to be able to access the soundtrack/know who did it.”

Another, @MissEmmaTurner, said: “Beautiful advertisement and absolutely right to celebrate and represent Muslims during Ramadan and Eid.

“It’s about time all faiths and celebrations are represented. Can’t wait to see more diverse ads going forward.”

Newsletter

Related Articles

0:00
0:00
Close
Trump Administration Finalizes Broad Tariff Increases on Global Trade Partners
J.K. Rowling Limits Public Engagements Citing Safety Fears
JD.com Launches €2.2 Billion Bid for German Electronics Retailer Ceconomy
Azerbaijan Proceeds with Plan to Legalise Casinos on Artificial Islands
Former Judge Charged After Drunk Driving Crash Kills Comedian in Brazil
Jeff Bezos hasn’t paid a dollar in taxes for decades. He makes billions and pays $0 in taxes, LEGALLY
China Increases Use of Exit Bans Amid Rising U.S. Tensions
IMF Upgrades Global Growth Forecast as Weaker Dollar Supports Outlook
Procter & Gamble to Raise U.S. Prices to Offset One‑Billion‑Dollar Tariff Cost
House Republicans Move to Defund OECD Over Global Tax Dispute
Botswana Seeks Controlling Stake in De Beers as Anglo American Prepares Exit
Trump Administration Proposes Repeal of Obama‑Era Endangerment Finding, Dismantling Regulatory Basis for CO₂ Emissions Limits
France Opens Criminal Investigation into X Over Algorithm Manipulation Allegations
A family has been arrested in the UK for displaying the British flag
Mel Gibson refuses to work with Robert De Niro, saying, "Keep that woke clown away from me."
Trump Steamrolls EU in Landmark Trade Win: US–EU Trade Deal Imposes 15% Tariff on European Imports
ChatGPT CEO Sam Altman says people share personal info with ChatGPT but don’t know chats can be used as court evidence in legal cases.
The British propaganda channel BBC News lies again.
Deputy attorney general's second day of meeting with Ghislaine Maxwell has concluded
Controversial March in Switzerland Features Men Dressed in Nazi Uniforms
Politics is a good business: Barack Obama’s Reported Net Worth Growth, 1990–2025
Thai Civilian Death Toll Rises to 12 in Cambodian Cross-Border Attacks
TSUNAMI: Trump Just Crossed the Rubicon—And There’s No Turning Back
Over 120 Criminal Cases Dismissed in Boston Amid Public Defender Shortage
UN's Top Court Declares Environmental Protection a Legal Obligation Under International Law
"Crazy Thing": OpenAI's Sam Altman Warns Of AI Voice Fraud Crisis In Banking
The Podcaster Who Accidentally Revealed He Earns Over $10 Million a Year
Trump Announces $550 Billion Japanese Investment and New Trade Agreements with Indonesia and the Philippines
US Treasury Secretary Calls for Institutional Review of Federal Reserve Amid AI‑Driven Growth Expectations
UK Government Considers Dropping Demand for Apple Encryption Backdoor
Severe Flooding in South Korea Claims Lives Amid Ongoing Rescue Operations
Japanese Man Discovers Family Connection Through DNA Testing After Decades of Separation
Russia Signals Openness to Ukraine Peace Talks Amid Escalating Drone Warfare
Switzerland Implements Ban on Mammography Screening
Japanese Prime Minister Vows to Stay After Coalition Loses Upper House Majority
Pogacar Extends Dominance with Stage Fifteen Triumph at Tour de France
CEO Resigns Amid Controversy Over Relationship with HR Executive
Man Dies After Being Pulled Into MRI Machine Due to Metal Chain in New York Clinic
NVIDIA Achieves $4 Trillion Valuation Amid AI Demand
US Revokes Visas of Brazilian Corrupted Judges Amid Fake Bolsonaro Investigation
U.S. Congress Approves Rescissions Act Cutting Federal Funding for NPR and PBS
North Korea Restricts Foreign Tourist Access to New Seaside Resort
Brazil's Supreme Court Imposes Radical Restrictions on Former President Bolsonaro
Centrist Criticism of von der Leyen Resurfaces as she Survives EU Confidence Vote
Judge Criticizes DOJ Over Secrecy in Dropping Charges Against Gang Leader
Apple Closes $16.5 Billion Tax Dispute With Ireland
Von der Leyen Faces Setback Over €2 Trillion EU Budget Proposal
UK and Germany Collaborate on Global Military Equipment Sales
Trump Plans Over 10% Tariffs on African and Caribbean Nations
Flying Taxi CEO Reclaims Billionaire Status After Stock Surge
×